Municipality of Rethymno at Eurobike 2025: promoting cycling tourism on the international stage

Represented by the Tourism Department, the Municipality took part in the Eurobike 2025 international exhibition, held in Frankfurt from June 25 to 29, as the only Greek municipality to participate.

This initiative aligns with the Municipality’s strategic objective of establishing Rethymno as a leading cycling and sustainable tourism destination. The region offers all the essential features to support this positioning, including diverse natural landscapes, rich culture, culinary heritage, and a network of safe cycling routes. The Municipality was represented by Ms. Martha Papadomichelaki, a member of the Tourism Department.

During the first three days of the exhibition, Eurobike welcomed bicycle industry professionals, media representatives, influencers, and bloggers from around the world. On the weekend, visitor numbers peaked with attendees primarily from Germany, the Netherlands, Belgium, and other countries, many of whom participated in the popular Festival and Travel Market segments of the show.

Visitors received destination brochures, multilingual cycling route maps (in English and German), QR-coded cards, and promotional materials from local cycling tour operators and bicycle rental businesses.

Eurobike 2025 – Key figures & platform highlights:

• 1,500 international exhibitors from over 60 countries
• 31,270 trade visitors
• 30,420 cycling enthusiasts from the general public
• Over 200 startups and emerging brands with a strong focus on innovation, particularly in gravel, bikepacking, and outdoor adventure segments

The event featured a renewed and highly focused structure, enhancing the quality of networking and brand visibility.

Rethymno as a model cycling destination

At the Municipality’s custom-designed exhibition booth:

• Themed cycling routes were presented (historical, nature-based, and culinary).
• Key infrastructure was showcased, including the urban cycling path network, public e-bikes, and charging stations.
• Targeted B2B meetings were held with tourism professionals.
• Authentic experiences aligned with the values of eco-conscious visitors were promoted — combining cycling with local culture, nature-based activities, and outdoor sports.
• More than 1,000 brochures in German and English were distributed, offering maps, suggested routes, points of interest, practical information, and QR links for seamless in-destination navigation.

The cycling tourist profile – Quality over quantity

Cycling tourists are characterized by:

• High disposable income and willingness to spend more per day (per EuroVelo/ECF benchmarks).
• Preference for high-quality accommodation and services.
• Originating mainly from Germany, the Netherlands, the Nordics, Austria, Switzerland, Belgium, Luxembourg, and Italy.
• Commitment to sustainable, locally rooted tourism that integrates cycling with gastronomy and cultural heritage.

The Municipality’s offerings — including slow tourism experiences, cycling packages, and cultural routes — effectively meet the expectations of this target audience. These visitors also show growing interest in related outdoor activities such as hiking, canyon exploration, trail running, and water sports.

Rethymno is emerging as a high-quality cycling destination

By participating in Eurobike 2025, the Municipality of Rethymno reinforces its position as a premium cycling destination—one that understands and actively shapes the growing demand for sustainable, experience-rich, and locally anchored travel options.

Mayor Giorgis Ch. Marinakis emphasized: “Our participation in Eurobike 2025 is not only a strategic decision, but also an institutional commitment to a tourism model that respects the visitor, the environment, and the local community. Rethymno is ready to welcome travelers in search of authenticity, immersive experiences, and environmentally responsible practices. Cycling and sports tourism more broadly are key pillars of this approach, combining sustainable mobility with recreation, nature, and cultural discovery.”

The Municipality’s Delegate for Tourism, Mr. Konstantinos Gasparakis, added: “Rethymno was the only Greek representative at Eurobike 2025 in Frankfurt, and our participation is part of a comprehensive effort to position the destination as a thematic and sustainable tourism leader. This initiative was implemented in collaboration with local cycling-focused businesses, Bike Ambassador Mr. Vangelis Petroulakis, and the Municipal Tourism Committee. Aiming to extend the tourist season and position Rethymno on the global cycling map, the Municipality promotes its hinterland — with its 105 villages and traditional settlements — as well as its high-quality road network, offering authentic routes that make Rethymno a true ‘hidden gem’ for cycling tourism.”

The Municipality of Rethymno has been a certified Bike Friendly Destination since 2021. As part of its strategy to strengthen thematic tourism, it has implemented various initiatives, including the Bike Friendly Days, which promote cycling tourism both in the city and the wider region.